An Information Search Cost Perspective for Designing Interfaces for Electronic Commerce

This research helps web developers apply knowledge on information search costs to the design of a web site for selling consumer products or services. The goal of the research is to predict how subtle changes in the user interface design influence information search costs. An empirical study compared 1,411 choices subjects made regarding a business to patronize from paper and electronic telephone directories. The choices were contingent upon information search costs imposed by the media. By providing a theoretical basis for predicting differences in information search costs, this research helps designers create more effective web sites for achieving their marketing objectives. 1 An Information Search Cost Perspective for Designing Interfaces for Electronic Commerce INTRODUCTION Now more than ever, the promise of electronic commerce and on-line shopping will depend to a great extent upon the user interface and how people interact with the computer. In particular, success will depend ..